The Influence of Influencer Marketing and Perceived Value on Local Product Purchase Decisions on TikTok Shop: The Mediating Role of Brand Trust

Abstract

The integration of social media entertainment and digital commerce on TikTok Shop has transformed promotional paradigms for local Micro, Small, and Medium Enterprises (MSMEs) through influencer affiliate marketing. However, the efficacy of influencer endorsements is frequently challenged by consumer skepticism toward biased sponsored content and local product consistency. This study examines the effects of influencer marketing credibility and perceived value on local product purchase decisions on TikTok Shop, investigating the mediating role of brand trust. An explanatory quantitative survey was administered to 215 active consumers across North Sulawesi who frequently watch local product reviews and transact via TikTok Shop. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0. The empirical results demonstrate that influencer credibility (β = 0.428, p < 0.001) and perceived value (β = 0.395, p < 0.001) exert significant positive effects on brand trust. In turn, brand trust strongly enhances purchase decisions (β = 0.542, p < 0.001) and functions as a complementary mediator bridging influencer credibility (β = 0.232, p < 0.001) and perceived value (β = 0.214, p < 0.001) to purchase decisions. The model explains 51.2% of the variance in brand trust (R² = 0.512) and 62.1% in purchase decisions (R² = 0.621). These findings provide pragmatic guidelines for local MSMEs to engage niche micro-influencers with genuine expertise to nurture authentic brand trust.